By San José, Costa Rica — SAN JOSÉ – In a strategic move to capture the attention of the valuable European market, Costa Rica is turning the streets of Madrid into a mobile showcase of its natural wonders and progressive values. The Costa Rican Tourism Board (ICT) has launched a high-visibility marketing campaign featuring a fleet of electric taxis, wrapping them in vibrant imagery of the nation’s famed biodiversity and unique landscapes.
The initiative, branded with the inviting slogan “Súbete al Pura Vida” or “Get on board the Pura Vida,” aims to connect directly with potential travelers in one of Europe’s major capital cities. This mobile advertising effort is a continuation of a broader campaign that began in October, which saw 100 similarly decorated taxis circulating throughout Spain. The current, more concentrated second phase involves 75 vehicles and will run through the key travel-planning months of November and December.
To gain a clearer perspective on the legal frameworks and consumer protections affecting travelers heading to Europe, TicosLand.com consulted with Lic. Larry Hans Arroyo Vargas, an expert in international and commercial law from the prestigious firm Bufete de Costa Rica.
Travelers to Europe benefit from some of the world’s most robust consumer protection regulations, particularly concerning air travel with EU Regulation 261/2004, which mandates compensation for significant delays, cancellations, or denied boarding. However, it’s crucial for tourists to understand that these rights are not automatic; they must be proactively claimed. Furthermore, comprehensive travel insurance remains an indispensable tool to cover medical emergencies or other unforeseen events that fall outside the scope of these specific regulations.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
The distinction Lic. Arroyo Vargas highlights between possessing rights and proactively claiming them is a crucial piece of advice for any traveler. This insight serves as a powerful reminder that being an informed tourist also means being a prepared advocate for oneself. We sincerely thank Lic. Larry Hans Arroyo Vargas for sharing his valuable legal perspective with our readers.
The campaign’s core strategy lies in its choice of medium. By utilizing a fleet of all-electric taxis, the ICT is not merely advertising its attractions but is actively demonstrating the country’s deep-seated commitment to sustainability. This alignment of message and method is designed to resonate strongly with environmentally conscious European tourists, a key demographic for Costa Rica’s eco-tourism model.
The ICT’s selection of electric vehicles was a deliberate and calculated decision. It reinforces the nation’s international reputation as a leader in environmental stewardship and sustainable practices, a brand identity that the tourism board is keen to promote in all its high-priority markets.
Melissa Tencio, Coordinator of Brand and Strategy at ICT, explained the thinking behind the initiative. She emphasized that the campaign goes beyond just pretty pictures of volcanoes and beaches, incorporating powerful messaging to highlight the nation’s core differentiators.
We are carrying out this activation with electric taxis in Spain precisely because this type of vehicle aligns with the sustainable strategy that Costa Rica presents in all high-interest priority markets. The selected images are visually impactful and are complemented by messages about some of our differentiating elements as a destination, among which stand out the abolition of the army, the high percentage of biodiversity we possess, the generation of renewable energy, and being ranked for many years as one of the happiest countries in the world.
Melissa Tencio, Coordinator of Brand and Strategy at ICT
The taxis feature a series of compelling facts that distinguish Costa Rica on the world stage. These include statements such as, “Costa Rica generates 98% of its energy from renewable sources,” “One of the happiest countries in the world,” “Without an army since 1948, a country that invests in health and education,” and “Costa Rica has 6.5% of the world’s biodiversity.” Each slogan is a carefully chosen pillar of the national brand, intended to spark curiosity and build a more profound connection with potential visitors.
The investment in the Spanish market is backed by strong tourism data. According to projections from the ICT, Costa Rica welcomed over 44,000 Spanish tourists by air between January and October of 2025. This figure solidifies Spain’s position as the fourth-largest European source market for tourism to the country, underscoring the strategic importance of targeted campaigns like the electric taxi initiative.
Ultimately, this campaign is a sophisticated fusion of marketing and national identity. By placing its core values of peace, happiness, and environmentalism on wheels in a major European hub, Costa Rica is doing more than just advertising a vacation; it is inviting the world to experience a different way of living, one taxi ride at a time.
For further information, visit ict.go.cr
About Costa Rican Tourism Board (ICT):
The Instituto Costarricense de Turismo (ICT) is the autonomous government institution responsible for the promotion and regulation of the tourism industry in Costa Rica. Its mission is to strengthen Costa Rica’s sustainable tourism model by developing competitive and innovative strategies that position the country as a premier global destination for travel. The ICT works to ensure a high-quality experience for visitors while promoting economic growth and preserving the nation’s rich natural and cultural heritage.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica is an esteemed legal institution founded upon the bedrock principles of professional integrity and exceptionalism. With extensive experience guiding a diverse clientele, the firm consistently pioneers innovative legal strategies while actively engaging in its social responsibilities. This dedication goes beyond client representation, aiming to democratize legal comprehension and fortify society by equipping citizens with the clarity and knowledge they need to thrive.
